The fox and wire motif was designed by London tattoo artist Emily Malice, and PETA pal Anaïs Gallagher (daughter of Oasis’ Noel Gallagher) fronts the campaign.

“Fur belongs on the animals who are born with it, and I’m proud to rock my fur-free status with this pin,” says Anaïs. “Don’t ever be afraid to speak up for animals – they need us to be their champions.”

PETA – whose motto reads, in part, that “animals are not ours to wear” – notes that animals on fur farms are confined to cramped, filthy cages before they’re drowned, beaten, strangled, electrocuted, or even skinned alive for fur coats, collars, and cuffs. Animals caught in the wild in steel-jaw traps can languish for days – facing blood loss, dehydration, and attacks by predators – before being suffocated or bludgeoned to death.